China (Mainland)

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44% of adults say they are not fully represented in advertising

Data • Rob Clapp, WARC Data Points, September 2021

An overview of consumer opinion on diversity and representation in advertising.

Driving brand loyalty through omnichannel retail: Case study of Sephora in China

Article • Research on WARC, February 2021

Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.

Pizza Hut: Stand-up comedy restaurant

Case Study • Nicholas Short, Hans Shao, Rita Li, Carey Wang, WARC Awards for Asian Strategy, Shortlisted, 2021

Restaurant chain, Pizza Hut, tapped into the phenomenon of the night economy in China to appeal to young diners and drive revenue during a traditional lull period.

KFC: The growth of Colonel KI

Case Study • Nicholas Short, Liu Yi, Stanley Tao, WARC Awards for Asian Strategy, Shortlisted, 2021

Fast-food brand, KFC, transformed itself from a sponsor into an organic stakeholder in the eSports world with its Colonel KI campaign in China.

Unilever Food Solutions (UFS): Killer Recipes

Case Study • John Dawson, Nicholas Short, WARC Awards for Asian Strategy, Shortlisted, 2021

Unilever Food Solutions, the condiment brand for restaurants, took its Killer Recipes campaign to a new level to become a supporter rather than a supplier to restaurant owners in China.

Bosch: Don't hang your privacy out

Case Study • Pancho Xie, WARC Awards for Asian Strategy, Shortlisted, 2021

Clothes dryer brand, Bosch, challenged deeply entrenched cultural notions about clothes drying to grow sales in China.

SK-II: Timelines

Case Study • Leo Bovaller, Julia Blomquist, WARC Awards for Asian Strategy, Shortlisted, 2021

Skincare brand SK-II grew sales and engagement among young executive women in China, Japan, South Korea and the US with the creation of a digital docu-series fronted by journalist Katie Couric.

Guanghe: Preserve a piece of childhood

Case Study • WARC Awards for Asian Strategy, Shortlisted, 2021

Fermented bean curd brand Guanghe capitalised on its heritage by developing a 'treasure hunt' through social media to reposition the brand and engage with the post-80s generation in China.

Short video audience reaches 905m in China

Data • Rob Clapp, WARC Data Points, September 2021

An overview of the short video audience in China.

Brand in action: How Bencross introduced home improvement to China

Opinion • WARC, August 2021

Bencross is the home-furnishings disruptor that grew this hitherto undeveloped market in China and Bencross CEO Sheldon Li shares how the brand and the Chinese consumer have evolved since the company was established six years ago.

Brand in action: How BuffX turned candy into its X factor

Opinion • WARC, August 2021

BuffX founder Kang Le shares how his functional food brand achieved rapid e-commerce success with nutritional gummies that target strong consumer need for good sleep and energy as well as good eye, immunity, digestion and liver health.

China’s Saturnbird: Brewing coffee with culture and creativity

Article • WARC Exclusive, Spotlight China, June 2021

Popular Chinese coﬀee brand Saturnbird is driving growth with an evolving consumer-centric strategy that emphasises creativity and community connections.

Picking the brains of China’s young strategists

Opinion • WARC, August 2021

In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. This time, we chat with China’s emerging bright minds.

Get out of your zone: Winning the ‘Chu Quan’ marketing game in China

Article • WARC Exclusive, Spotlight China, December 2020

Alice Yu outlines an emerging opportunity for brands to connect beyond their categories and become a part of a much wider consumer conversation.

Far side of the moon: What it will take to create a true Chinese global brand

Article • 岳樂（Reno L. Davis-Yue）, WARC Exclusive, Spotlight China, December 2020

Hypers’ Reno L. Davis-Yue believes that Chinese brands have an opportunity to take the lead in redefining cultural norms and expectations on the global stage.

Balenciaga’s 2020 Qixi Campaign: Cultural misstep or deep-rooted understanding of Chinese Gen Z subculture?

Article • WARC Exclusive, Spotlight China, December 2020

Yuzu Kyodai argues that Balenciaga’s Qixi 2020 campaign should not be categorised as a ‘misstep’, but rather, acknowledged as nuanced work that speaks directly to its core of Gen Z consumers.

Metaverse audiences interested in brand and sponsor content

Data • Rob Clapp, WARC Data Points, August 2021

An overview of metaverse features and activities of interest.

Purpose incorporated: A comparative review of the Asia Pacific region

Article • WARC Exclusive, August 2021

This companion report is a part of WARC’s special series on sustainability, social impact, diversity, equality and inclusion (DEI) issues in Asia Pacific.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

International heritage vs. China future: A cultural conundrum

Article • WARC Exclusive, Spotlight China, December 2020

GPB’s Greg Sutcliffe argues that finding the right balance between celebrating an international brand’s heritage and safeguarding its future in China is a critical endeavour.

Scratching beyond the surface: Understanding nuance in China and etching memorable experiences

Article • WARC Exclusive, Spotlight China, December 2020

Publicis Groupe’s Jeanette Phang argues that it’s not data that’s killing great ideas in China but instead an unwillingness to seize the opportunities that nuances revealed in the data, to really connect.

活出奥妙人生

Case Study • WARC Cases, 2020年WARC大中华区策略大奖，长效策略奖入围

奥妙作为衣物洁净品牌，以“妈妈和孩子”这一关系出发为卖点赢得了妈妈们的喜爱，但随着年轻消费群体崛起，这种家庭女性的单一视角和角色逐渐失去了吸引力，奥妙希望升级自己的核心理念，重新获得年轻消费群体的市场。

风倍清：从0到1成为中国织物除菌新品类引领者

Case Study • WARC Cases, 2020年WARC大中华区策略大奖，长效策略奖入围

Febreze是日本的家居清洁品牌，产品是专门针对家居织物的免洗除菌去味喷雾，在日本是同类产品的销售冠军，品牌希望全面开拓中国市场，养成大众对于此产品的消费习惯，实现品牌树立、市场开拓和销量增长的目标。

The Laundress: 无中生有以小博大

Case Study • WARC Cases, 2020年WARC大中华区策略大奖，英明预算管家奖铜奖

高端洗护品牌 The Laundress以产品“专业细分”和“奢华香氛”为特色卖点，致力于打造“衣物洗护专家”的产品定位，品牌进入中国市场后，希望可以有效触达目标消费人群，并通过品牌教育扩大潜在消费人群，占取更多市场份额。

欧舒丹X洛天依：虚拟偶像云代言为爱发电不停歇

Case Study • WARC Cases, 2020年WARC大中华区策略大奖，敏锐思考者奖入围

法国护肤品牌欧舒丹受2020年开年疫情影响，春季营销困难重重，品牌需要进行创意营销，扩充年轻消费者群体，改变目前消费群体固化的现状，借此提升销量。

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
How international brands can succeed in China

Article • Doreen Wang, WARC Best Practice, October 2018

Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.